Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

This production study is anchored to the Department of Education's Larong Pinoy Campaign which was launched in the year 2007. The goal of this campaign is to revive the traditional games and counter the negative effects of the video games and computer gaming among school children. The campaign was designed to promote traditional games in order t refresh the values children can draw from sport. However, due to lack of promotional materials, the campaign was not sustained. Hence, the main objective of this study is to design a campaign material Larong Pinoy Campaign. The main target of this production study is the elementary students Grades 4-6 who are still not affected by the K to 12 curriculum. On e of the objectives of this study is to measure the knowledge, attitude and behavior of the students towards Larong Pinoy, hence, a survey was conducted to the students of the selected elementary schools in Tagum City. And to support the result of the survey, an in-depth-interview among MAPEH teachers/head was also conducted. The result of the survey and interview were the basis of the medium and content of the campaign material. The result of the survey found out that students have a very positive attitude and behavior towards the campaign but obtained a very low result on knowledge. Video on the other hand, was the result of the medium preference. Hence, the researcher produced an informational video about Larong Pinoy and the campaign with the help of Social Marketing and its 7P's, elaboration Likelihood Model and Principles and Elements of Design.